Re-introducing TAI KEHU, a signature collection led by indigenous pro-surfer Kehu Butler, with global surf brand Quikslver back for its second year in a row.
Kehu (Ngāti Rangi) (24), born and raised in Tauranga Moana and a proud Kaitiaki (steward) of Māori the indigenous people of Aotearoa (New Zealand), Kehu has developed strong connections with the brand since becoming their sponsored member at the age of 9. This close relationship has led to Kehu taking a leading role in a collaborative project which showcases his rich Māori whakapapa (Genealogy) and profound bond with the Moana (ocean).
Kehu Butler standing in front of a quiver of surfboards with artworks from his most recent collection.
The name of the collection TAI KEHU, translates to the ocean & coastlines of Aotearoa (‘moana’), to Kehu himself, and the ancestry (‘whakapapa’) that his name holds. Within the intricate designs, narratives come alive. The collection represents the culmination of six core pillars steeped in tikanga Māori. Encapsulating patterns intricately inspired by the taiao while paying homage to the rich cultural history that spans across Aotearoa.
Like the first project, this second instalment of Kehu’s collection was guided by Maia Gibbs (Ngāti Tāmanuhiri, Rongowhakaata, Ngāti Kahungunu) and Henare Brooking (Ngāti Porou, Rongowhakaata, Te Whānau-ā-Apanui, Ngāti Kahungunu, Ngāti Tūwharetoa) of Toi Ake Maori Art Gallery in Tūranga-nui-a-Kiwa (Gisborne), who are two of New Zealand's most highly regarded tā moko artists,
The pair have previously incorporated Toi Māori into their designs for The One NZ Warriors and The Silver Ferns. Quiksilver took the time to consult in Maia and Henare, to ensure that the group obeyed all Māori protocol throughout the project.
The artist direction for the collection is that it lives as a visual testament to the dynamic and symbiotic relationship between wave rider and moana. Capturing the essence of wave riding in its most powerful form while acknowledging those who have carved out a path that we can connect to for the future.
Describing this process, Maia says “If you were to look at our environment through a Māori lens, you’ll understand that there is a connection happening between the surfer and the environment (taiao) and the experience of actually riding waves from an indigenous point of view”
Henare adds “What our ancestors looked at when creating and producing these patterns and designs, was our environment (taiao), like the moana and Tangaroa with the intentions of these patterns marking our skin, adorning our waka, embodying the characteristics of the hammerhead shark (mangopare) or pūhoro to provide strength, determination, speed & power”.
Maia Gibbs holds a deep connection to TAI KEHU, as he gave Kehu his most recent tā moko (tattoo), adding to the naturally authentic formation of the group.
Everyone involved agreed to the artists' terms of Kaitiaki (Cultural Agreement), and all aspects of the project were subjected to their approval. Once the design process began, Kehu, Quiksilver and the artists collaborated closely to create five designs that brought the vision of Kehu to life. The Quiksilver team travelled to Aotearoa to immerself themselves in the project and Te Ao Māori through food, conversation and waves. Staying with the Butler family in Tauranga Moana. Quiksilver learned about the history of the whenua (land) the people of the land (tangata whenua), and the importance of the designs.
The goal for Kehu in life is to make surfing as popular as Rugby in New Zealand, for Māori kids. In pursuit of this, he continued his partnership with Te Kōhanga Reo, donating on behalf of Quiksilver to Whareroa Kōhanga Reo a full-immersion Māori school he once attended, a place which played a pivotal role in shaping who he is today.
“Working with Henare and Maia we’ve used Māori patterns that directly relate to the ocean and how it moves, but we’ve tweaked it slightly to show how we move on the water as surfers, and kind of connecting the two together which has been an awesome process to be a part of and I’m really excited to see how it is received.” - Kehu
“I guess my hopes for the next generation is that they grow up with a strong connection to the Moana. One of the reasons we do this collection is for people to realise how connected people were and still are to the Moana as Polynesians. So yeah, this collection is about telling our young ones about the moana and how connected we are. And hopefully as a result we can inspire them.”
- Kehu
Listening to feedback from the first collection Quiksilver has expanded the size range, also offering it in youth sizes. The collection will launch 25th October 2024, and be available at Quiksilver, Backdoor, Amazon Surf, North Beach, and other core surf retailers throughout New Zealand.
